Here’s a surprising twist: a TV show about love is actually fueling a frenzy for luxury watches. FX’s Love Story, which chronicles the romance between John F. Kennedy Jr. and Carolyn Bessette, has inadvertently become a fashion phenomenon, reigniting interest in the iconic styles of the 90s. But here's where it gets fascinating: the series isn’t just about the couple’s love story—it’s also sparking a renewed passion for the timeless accessories they wore, particularly their watches.
According to Bezel, an online marketplace for luxury timepieces, the watches featured in the series have seen a significant surge in demand. The Rolex Datejust, famously seen on the wrist of Calvin Klein (played by Alessandro Nivola), and the Cartier Tank LC, worn by JFK Jr. (Paul Anthony Kelly), have both experienced a notable uptick in sales. Even Jackie Kennedy’s (Naomi Watts) Cartier Tank Must has captured the attention of collectors. But is this just a fleeting trend, or is it a testament to the enduring appeal of these classic designs?
Quaid Walker, cofounder and CEO of Bezel, notes that the series’ February release coincided with an 11 percent increase in Datejust sales on the platform. However, what’s more striking is the watch’s sustained popularity, which Walker attributes to its ‘structural strength in the market.’ Love Story, he explains, isn’t creating demand out of thin air—it’s simply reaffirming what collectors have always known: the Datejust’s timeless design and multigenerational appeal are unmatched.
First introduced in 1945 to celebrate Rolex’s 40th anniversary, the Datejust was a groundbreaking innovation. It was the first self-winding wristwatch with a date window that automatically changed at midnight—a feature that seems simple today but was revolutionary at the time. Over the decades, Rolex has released countless variations, offering more dial, bezel, and bracelet options than any other model in its lineup. The version worn by Calvin Klein in the series (Ref. 16014) features a 36 mm stainless-steel case, a white dial, a fluted bezel, and the iconic Jubilee bracelet—a design reportedly favored by the real-life Klein.
But here’s a question to ponder: Is the Datejust’s popularity purely due to its design, or does its association with cultural icons like JFK Jr. and Calvin Klein play a bigger role? The watch has been Rolex’s best-selling model for much of its history, making it one of the most recognized timepieces in the world. On Bezel, it’s the top-selling watch, a position it has held despite ever-changing trends.
The Cartier Tank, another star of the series, shares a similar story. First introduced in the 1920s, this watch has long been a favorite among horology enthusiasts for its timeless elegance and refined design. JFK Jr.’s Tank LC in the show is a rose-gold model (Ref. WSTA0060), while Jackie Kennedy’s Tank Must is a steel version. Interestingly, Jackie Kennedy’s real-life 18-karat gold Tank sold for a staggering $379,500 at Christie’s in 2017. Carolyn Bessette, meanwhile, was known to wear an 18-karat yellow-gold Tank Française after attending its launch in 1996. But here’s a controversial detail: there’s no evidence that JFK Jr. actually wore a Tank in real life. Does this diminish its appeal, or does its fictional portrayal in Love Story add to its mystique?
Walker points out that while smaller, vintage-inspired watches have gained traction in recent years, the Tank has maintained a unique and resilient position in the market, thanks to its design legacy and historical significance. Love Story, he says, amplifies this conversation, reminding both new and seasoned collectors why these foundational models remain market anchors.
So, what do you think? Is Love Story’s influence on watch sales a passing fad, or is it a reflection of these timepieces’ enduring legacy? Let us know in the comments below. One thing’s for sure: whether you’re a history buff, a fashion enthusiast, or a watch collector, the series has something to offer—and it’s all available for streaming now on Disney+.**
